Chapter 6 Marketing

Socially responsible target marketing would classify which of the following as an especially vulnerable target market for harmful or controversial​ products? A.Females B.Baby Boomers C.Wealthy consumers D.Children E.Single households

Children

The website leftyslefthand.com markets products to​ left-handed consumers only. Which targeting strategy does this​ represent? A.Micromarketing B.Concentrated marketing C.Differentiated marketing D.Segmented marketing E.Undifferentiated marketing

Concentrated marketing

Which type of market segmentation has long been used in​ clothing, cosmetics,​ toiletries, and​ magazines? A.Income B.Gender C.Occasion D.Benefits sought E.Usage rate

Gender

________ segmentation calls for dividing the market into different​ nations, regions,​ states, counties,​ cities, or even neighborhoods. A.Behavioral B.Geographic C.Lifestyle D.Demographic E.Income

Geographic

Byron Tied 2 Bowties groups its customers by regions in the United​ States, such as​ Midwest, Northeast, and Southwest. For each​ region, Byron Tied 2 Bowties creates a different set of advertisements and promotions. On which of the following segmentation variables does the firm divide its​ market? A.Personality B.Demographics C.Geography D.Benefits sought E.Behavior

Geography

A company can differentiate itself from competitors using symbols such as​ McDonald's golden​ arches, Twitter's​ bird, and the Nike swoosh. Which type of differentiation is​ this? A.Image differentiation B.Channel differentiation C.Product differentiation D.People differentiation E.Services differentiation

Image differentiation

​________ involves dividing a market into smaller segments of buyers with distinct needs or behaviors that might require separate marketing strategies. A.Market targeting B.Market segmenting C.Differentiation D.Mass marketing E.Positioning

Market segmenting

Which of the following would make a segment less attractive to​ enter? A.New entrants finding it easy to enter the segment B.Suppliers with weak bargaining power C.Very few substitute products D.A lack of aggressive competitors E.Buyers with weak bargaining powe

New entrants finding it easy to enter the segment

​__________ show consumer perceptions of their brands versus those of competing products on important buying dimensions. A.Psychographic maps B.Perceptual positioning maps C.Competitive maps D.Target segment maps E.Competitively positioned maps

Perceptual positioning maps

​______ consists of arranging for a market offering to occupy a​ clear, distinctive, and desirable place relative to competing products in the minds of target consumers. A.Mass marketing B.Market targeting C.Positioning D.Market segmentation E.Differentiation

Positioning

At one​ time, Miller Beer was known as the​ "champagne of bottled​ beer." It was targeted at an elite class of customers.​ Later, to increase​ sales, Miller was repositioned to attract members of the​ working, middle-class. What is this segmentation method​ called? A.Behavioral B.Benefit C.Psychographic D.User status E.Usage rate

Psychographic

Which of the following is a variable used to segment consumer buyers that is not used to segment business​ buyers? A.Psychographics B.Situational factors C.Operating characteristics D.Purchasing approaches E.Personal characteristics

Psychographics

Your local pizzeria promises​ "Delivery in 30 minutes or less or the pizza is​ free." What point of differentiation is​ this? A.People differentiation B.Services differentiation C.Product differentiation D.Channel differentiation E.Image differentiation

Services differentiation

Kidcomp, an American​ computer-manufacturing firm, targets children below the age of ten by providing free games and applications. The​ firm's marketing approach is reflective of​ ________ segmentation. A.income B.geographic C.occasion D.age and life cycle E.gender

age and life cycle

Marketers must be careful to guard against stereotypes when using​ ________. A.benefits segmentation B.income segmentation C.demographic segmentation D.psychographic segmentation E.age and life cycle segmentation

age and life cycle segmentation

​H2Coast, an automobile​ manufacturer, produces​ fuel-efficient hybrid vehicles that are targeted toward​ middle-income consumer groups. H2Coast most likely segments the consumer market based on​ ________ variables. A.demographic B.behavioral C.geographic D.universal E.psychographic

demographic

​Heeltoe, a boutique that caters to the footwear needs of​ women, manufactures two different lines of footwear based on the purchasing power of its customers. One product line caters to the needs of​ affluent, middle-aged​ women, and the other line targets younger professionals and homemakers. Heeltoe most likely segments the consumer market based on​ ________ variables. A.universal B.geographic C.behavioral D.demographic E.psychographic

demographic

Grocers in neighborhoods with a large Hispanic population typically carry more brands that Hispanic consumers prefer than grocers in other neighborhoods. This is an example of​ ________. A.individual marketing B.local marketing C.undifferentiated marketing D.concentrated marketing E.differentiated marketing

local marketing

Toyota allows Scion buyers to customize their cars to meet their exact needs and preferences. This is an example of​ ____________. A.differentiated marketing B.segmented marketing C.micromarketing D.undifferentiated marketing E.concentrated marketing

micromarketing

Firms that manufacture seasonal products target their consumers primarily through​ ________ segmentation. A.demographic B.psychographic C.age and life cycle D.income E.occasion

occasion

If competitors cannot easily copy the benefit a company chooses to​ promote, that benefit is said to be​ _________. A.superior B.profitable C.distinctive D.affordable E.preemptive

preemptive

Dividing buyers into groups based on social​ class, lifestyle, or personality characteristics is called​ ________ segmentation. A.geographic B.psychographic C.user status D.age and life cycle E.behavioral

psychographic

The marketing manager at​ Arbor's Delicatessen targets customers who are working to lose weight but who still want to dine out. The restaurant chain offers a wide variety of​ low-fat, low-calorie meals that appeal to dieters.​ Arbors' approach is best referred to as​ ________ segmentation. A.user status B.benefit C.geographic D.age and life cycle E.psychographic

psychographic

If a segment is large enough or profitable enough to​ serve, it is​ ________. A.actionable B.substantial C.accessible D.differentiable E.measurable

substantial

Many marketers think that companies should aggressively promote only one benefit to the target market. The benefit promoted is known as​ a(n) ________. A.unique difference proposition B.unique benefit proposition C.unique product proposition D.unique position proposition E.unique selling proposition

unique selling proposition